Audience saturation is the point at which as much of the targeted audience as can see the ad already has. Beyond it, raising the budget buys more impressions against the same people rather than new ones; frequency climbs, cost rises and conversion rate falls. On narrow audiences it appears within a few weeks.
The first sign is frequency climbing with no change in creative while click-through rate erodes over the weeks. The fixes are tried in order: widen the audience, build a new lookalike, refresh the creative, open up the geography. It gets confused with creative fatigue, but the diagnosis differs. If a new creative brings performance back, the problem was the creative; if the new creative gives the same results, the audience is exhausted. For local businesses on small budgets saturation arrives much earlier, and it is the natural limit of city-level targeting.
The first sign is frequency climbing with no change in creative while click-through rate erodes over the weeks. The fixes are tried in order: widen the audience, build a new lookalike, refresh the creative, open up the geography. It gets confused with creative fatigue, but the diagnosis differs. If a new creative brings performance back, the problem was the creative; if the new creative gives the same results, the audience is exhausted. For local businesses on small budgets saturation arrives much earlier, and it is the natural limit of city-level targeting.
The first sign is frequency climbing with no change in creative while click-through rate erodes over the weeks. The fixes are tried in order: widen the audience, build a new lookalike, refresh the creative, open up the geography. It gets confused with creative fatigue, but the diagnosis differs. If a new creative bring…
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